Casper struggled to scale their previously successful YouTube marketing efforts which experienced a notable 8% drop in ROAS during Q4 compared to a strong performance in Q3. To address this issue, Casper enlisted the expertise of the WITHIN team to revamp their YouTube strategy and develop a comprehensive plan to restore the former success on the platform.
In Q1 of the following year, WITHIN relaunched Casper’s YouTube marketing efforts with a new full-funnel strategy. This strategy involved targeting crucial customer cohorts based on insights derived from high-performing cohorts within the mattress industry and refining upper funnel audiences to ensure that only a healthy and high-intent pool of users entered the Retargeting efforts. The team also identified a gap in attention given to the awareness stage of the customer journey. Proactively addressing this issue, WITHIN educated the client on the significance of the awareness stage to maintain Casper’s prominence in the minds of customers. Recognizing the longer conversion time associated with YouTube, and accounting for data delays, WITHIN reassessed Casper’s conversion strategies. Upon implementing this revamped strategy, brand lift studies were conducted to assess campaign effectiveness and amplify awareness levels.
WITHIN’s strategic approach helped Casper scale their YouTube campaigns and boost efficiency. Casper significantly increased its YouTube investment, boosting the budget by 125%. This resulted in an 86% YoY increase in YouTube spending and a 75% improvement in iROAS during the first half of the year.
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